Sosyal Medya Pazarlamasının Tüketici Satın Alma Niyetine Etkisinin Teknoloji Kabul Modeli Aracılığıyla İncelenmesi

Yıl 2020, Sayı: 57, 205 - 232, 23.12.2020

Fatma Demırcı Orel , Abdil Arık

https://doi.org/10.18070/erciyesiibd.701115

Cited By: 4

Öz

Dinamik ve katılımcı yapıya sahip bir medya sistemi olan sosyal medya, kısa sürede milyonlarca kullanıcıya ulaşmış, bireysel kullanımın yanı sıra işletmeler tarafından da kullanılmaya başlamıştır. İşletmeler yeni tüketicilere ulaşmak, rekabet avantajı elde etmek ve karlılıklarını arttırmak için sosyal medya pazarlamasından yoğun şekilde yararlanmaktadır. Ancak, bireylerin yaşamına giren yeni teknolojiler ve uygulamalar kısa sürede kabul görmemektedir. Teknoloji Kabul Modeli (TKM) yeni uygulamaların kabulünü etkileyen faktörleri ortaya çıkarmaya yönelik geliştirilmiş bir teoridir. TKM, kabul davranışını temel değişkenleri olan algılanan kullanışlılık ve algılanan kullanım kolaylığı ile açıklamaktadır. TKM zaman içinde farklı teknolojileri açıklamak amacıyla farklı değişkenler eklenerek genişletilmiştir. Bu çalışmanın amacı, sosyal medya pazarlamasının tüketici satın alma niyetine etkisinin TKM ve genişletilmiş modellerde yer alan güven değişkeni aracılığıyla incelenmesidir. Bu doğrultuda, Adana ilinde sosyal medya hesabı olan ve sosyal medyada en az bir marka profil sayfasını takip eden kullanıcılardan (n=510) elde edilen veriler yapısal eşitlik modeli ile analiz edilmiştir. Çalışmanın sonucunda sosyal medya pazarlaması faaliyetleri boyutlarının (bilgilendirici olma ve eğlenceli olma) tüketici satın alma niyetine pozitif yönde etkisi olduğu belirlenmiştir. Aracılık rolüne ilişkin bulgularda; sosyal medya pazarlama faaliyetlerinin satın alma niyetine olan etkisinde algılanan kullanışlılık ve güvenin aracılık etkisi belirlenirken, algılanan kullanım kolaylığının aracılık etkisi tespit edilememiştir.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Teknoloji Kabul Modeli, Satın Alma Niyeti

Destekleyen Kurum

Çukurova Üniversitesi Bilimsel Araştırmalar Proje Birimi

Proje Numarası

SYL-2018-10013

Investigation of The Effect of Social Media Marketing on Consumer Purchase Intentoon Through Technology Acceptance Model

Öz

Social media, which is a dynamic and participatory media system, has reached millions of
users in a short period of time and started to be used by businesses as well as individual use.
Businesses make extensive use of social media marketing to reach new consumers, gain competitive
advantage and increase their profitability. However, new technologies and practices that have
entered the lives of individuals are not accepted in a short time. Technology Acceptance Model
(TAM) is a theory developed to reveal factors affecting acceptance of new applications. TAM
explains acceptance behavior with its perceived usefulness and perceived ease of use variables.
Over time, TAM has been expanded by adding different variables to explain different technologies.
The aim of this study is to examine effect of social media marketing on consumer purchase
intention through TAM and trust variable which exist in extended models. Accordingly, data were
obtained from users who have a social media account in Adana province and follow at least one
brand profile page on social media (n = 510). Data were analyzed with structural equation model.
As a result of the study, it was determined that dimensions of social media marketing activities
(informative and entertaining) had a positive effect on purchase intention. In the findings regarding
mediation role; while perceived usefulness and trust have mediation effect, perceived ease of use
does not.

Anahtar Kelimeler

Social Media Marketing, Purchase Intention., Technology Acceptance Model

Proje Numarası

SYL-2018-10013

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